the
LOCAL THREAD co.
STORE SURROUNDINGS brand name The Local Thread co. type of services Fashion retail store location 201 E Erie St, Kent, OH 44240 approximate store size 34.5 feet x 24 feet x 10 feet high
CUSTOMER PROFILE
age & gender 20-40 year old female occupation A creative career in fashion, graphic design, or a ield where fashion matters living Lives near a city in an upscale apartment spending patterns responsible with spending, shops more out of necessity than want, budgets for high uality clothing rather than buying in bulk income Some customers are still college students and make a ixed hourly rate, graduates make between $35,000-$70,000 a year (varies)
favorite trends The Local Thread customer isn’t trendy, but rather buys uni ue pieces that embody her style. She is on trend without following trends. lifestyle Spends time working on career related projects, uses her free time to work on her personal brand/creative site, enjoys using her hands to create, spending time with friends on weekends, traveling, exploring, adventuring, reading a good book in a coffee shop, and is always eager to learn.
FASHION STYLE main style concept Women’s clothing, accessories & lifestyle products major competitors Piper & Scoot, Clad & Cloth & Anthropologie price range $15- $200
FASHION STYLE theme Trouvaille, meaning something lovely discovered by chance colors A blend of neutrals and bold accent colors such as black & navy silhouette Fluid & shapeless, an embrace of whimsy & well being assortment Mix & match minimalistic basics for everyday wear
L O O K NO. I
summer picnic
Button down belted dress one style / one color / ive sizes Heeled ankle booties one style / three colors/ ten sizes Leather tote one style / four colors / one size Flat brimmed boater hat one style / one color / one size
L O O K NO. II
brunch date
Trumpet sleeve top one style / one color / ive sizes Denim skinny jeans one style / three washes/ nine sizes Leather tote one style / four colors / one size Leather watch one style / one color / one size Leather Espadrilles one style / two colors / ten sizes Sunglasses one style/ one color / one size
L O O K NO. III city views
White tee one style / ive colors / ive sizes Rose midi skirt one style / one color / three sizes Nude crossbody one style / one color / one size Black block heel one style / one color / ten sizes Minimal necklace one style / one color / one size
ASSORTMENT PLAN
STORE INSPIRATION
PLANOGRAM
FACADE
FLOOR PLAN The loor plan o The Local Thread Co. was designed with our customers lifestyle in mind. Our aesthetic and store culture aims to embody a sense of community which is re lected in multiple seating areas around the store and our long workshop table for events held in store. Our merchandise, rather than being displayed in a traditional manner is arranged throughout the store because of our broad and shallow assortment. Large windows in the front allow natural lighting to lood our interior, while open spaces and white brick walls keep a minimalistic running throughout the store. Our storage room, restroom and dressing rooms are located at the back of the store for convenience and our long cash desk is located at the entrance for customers to purchase merchandise or sign up for workshops. Our southwestern meets minimal theme runs throughout the store seen in decor, plants and various home goods to contribute to a feeling of comfort and ease.
FLOOR PLAN
PLANOGRAM The store planogram re lecting the wall containing tops is located in the front left of the store. Continuing on with the aesthetic, white brick walls for simplicity paired with decorations of pictures, plants, stacks of books re lect the lifestyle of our customer. Home goods are located around the merchandise to integrate the luidity of our clothing and culture. The shelves hold one size of each item and for the purpose of keeping our store clean at all times and encourages our customer to make purchases that are re lecting her true style rather than upon impulse. All the merchandise displayed including picture frames, hats, and plants are available for sale as well. Our overall store display is meant to inspire women to create a personal space at home that inspires and allows her to thrive in her daily life.
PLANOGRAM
FACADE Our store facade is simple and re lects the minimalist movement. Two large windows in the front and our beautiful french doors paired with our simple white brick walls and two large cactuses embody the aesthetic of our store design.
FACADE
SUMMARY The Local Thread Co. is a concept store that offers merchandise ranging from women's apparel and accessories to home goods and decor. We are not only a retail store, but we host events such as loral, editorial, photography, and personal brand building workshops. We exist to interact with our customer, not just to sell to her. Our environment is inspired by minimalism and local culture that invites creatives in the area to thrive alongside each other. Clean lines, bright spaces, natural light, organic wood and ixtures decorate our space and re lect our aesthetic. Women of all ages are welcomed to join our community. Our merchandise plan is broken down into categories of tops, pants, dresses, skirts, shoes, bags and accessories. We supply a limited amount of each product to ensure the Local Tread woman is able to express her style as an individual.